“Millennials care about brands that reflect them and their identity, and 40 per cent will pay more for a product if it is consistent with the image they want to convey.”

Millennial fact file

Over the next five years millennials will account for food and grocery retail growth of $6.1 billion.

As a group, millennials are more educated, connected and demand more from brands and products.

Almost two-thirds will actively look for organic cues (62%) and sustainably sourced (60%) products, and half will seek out environmentally friendly products (50%) when grocery shopping.

Despite a lower than average income, millennials are more connected than ever. On average, they have access to 11 connected devices in the home and are fully immersed in both their digital and physical lives.

To engage Millennials well, brands need to be visible and consistent across platforms and marketing channels.